Vocaworks

Vocaworks is an on-demand hiring platform that connects businesses with consultants for long-term technical projects. The really exciting part of what Vocaworks is doing for businesses is that they give access to high skill talent and eliminate the overhead that a business would incur by hiring someone on in a full-time capacity.

Currently, they are creating well-written and engaging articles both on their blog and on Entrepreneur, as well as interviews like this Q&A on SuperbCrew. Vocaworks marketing needs to be unique in that it is both employer and freelancer facing. Due to this unique stance, for their platform to grow they must create content that correctly interacts with both potential hiring managers and freelancers/consultants.

I am not affiliated with Vocaworks but I believe that they have an exciting mission in creating a new sector of the job market through their platform. I created this project on my own because I believe this would be a valuable asset.

Freelance Focused Marketing

To reach new talent and bring them to the platform, a strong presence on social media is a must; specifically on LinkedIn. There are two things that I have noticed about LinkedIn. The content with the most virality uses strong storytelling. Posts that have the greatest reach and highest engagement connect the why with the what. They personalize employers and celebrate success and growth.

As an example, I created a series of “Why I Freelance” graphics with quotes from people who are doing it and love the lifestyle of a consultant. On LinkedIn, images are cropped in the feed. Because of this, a viewer must click on the image to see the full display. These images that I’ve created are designed to be completely viewable without requiring a viewer to click on the image. By eliminating that otherwise necessary click, I would expand that audience and increase potential engagement. Going forward from this, videos and interviews diving more in-depth into the lives and work of technical consultants will spur like-minded individuals to join.

Employer Focused Marketing

The second focus of this marketing strategy is to bring businesses to the platform. Their platform is still in beta but they are allowing select businesses to join in the meantime. I’ve created a 30-second video highlighting the solutions that Vocaworks brings to employers.

Utilizing data collected by TwentyThree, the average viewer will spend up to four minutes watching a video on a company’s website but they will only spend 20 seconds on a video on social media. By creating this condensed message, I’ve increased the likelihood that a hiring manager would watch the full video and seek further information on the Vocaworks website after.

To maximize the ROI on this video advertisement, I’ve compiled a list of the 20 largest tech-centered companies in New York City with at least 20 job openings. This ad can then can be targeted to these specific companies that have the highest probability of coming to a service like Vocaworks.

Bloomberg – Software – 52 Job Openings     Vice Media – Media – 105 Job Openings

Yext – Web – 37 Job Openings     Flatiron Health – Healthtech – 55 Job Openings

Shutterstock – Web – 34 Job Openings     Squarespace – Web – 38 Job Openings

Group Nine Media – Media – 25 Job Openings     Namely – Software – 29 Job Openings

Compass – Real Estate – 103 Job Openings     Justworks – Software – 29 Job Openings

LearnVest – Fintech – 48 Job Openings     DigitalOcean – Cloud – 31 Job Openings

Taboola – Web – 30 Job Openings     Harry’s – E-commerce – 28 Job Openings

Meetup – Web – 54 Job Openings     Foursquare – Web – 41 Job Openings

Dataminr – Web – 35 Job Openings     Artsy – E-commerce – 29 Job Openings

FanDuel – Gaming – 24 Job Openings    Birchbox – E-commerce – 23 Job Openings